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A Beer on the Beach and Other Mysteries of Fair Pricing

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Businesses want to be viewed as fair. But when it comes to pricing, what is fairness? Is fairness something absolute, immutable and precisely quantifiable? Or is it situational, apricious and ever-changing? In this article, the author explores how understanding the mindset of your market will better help you determine their price sensitivity and their perception of fairness with regards to your product price.